Forbes: Could Brazil's Latest Music Sensation Anitta Be A Global Superstar In The Making?

"Just a couple of weeks ago, it was the Brazilian singer Ivete Sangalo who made headlines in the United States, where she kicked off a much-anticipated five-city tour.Compared to Tina Turner by The New York Times, Sangalo is undoubtedly a megastar in Brazil, where she has sold 15 million records and reportedly earns up to $500,000 per show. In fact, she is so big in the South American nation that at this point of her career it would be a huge risk to move up to international superstardom, the sort of commitment that would require her full time and attention. In her case, it may simply not be worth the bother.

Besides, the problem with Sangalo, who is 41 and barely speaks English, is that she’s too Brazilian, and in spite of a few notable exceptions Brazilian music hasn’t made much of an impact outside Brazil yet, mostly because of the language barrier — much of its charm is owed to the beautiful and sexy resonance of the Portuguese language, making it a thing for those who appreciate the language, not for general audiences.

But that’s not the case of Anitta, the newest sensation in the Brazilian music industry. A native of Rio de Janeiro and a former Vale VALE +0.58% employee, Anitta started out singing funk carioca, more commonly known abroad as baile funk, a music genre originated in Rio’s favelas that fuses elements of modern hip hop with Miami bass. Today she has evolved into a more internationally-friendly pop-meets-R&B style that is similar to that performed by American musicians like Rihanna and Ke$ha.

Anitta, who is only 20 years old and whose real name is Larissa de Macedo Machado (her stage name was inspired by the main character of the Brazilian 2001 miniseries Anita’s Presence, an 18-year old lolita-type girl who is described by the singer as “amazing, sexy without being vulgar, a girl and woman at the same time”), became a national star in Brazil earlier this year thanks to the hit song ‘Meiga e Abusada,’ something like “Sweet and Pushy,” whose video clip was filmed in Las Vegas and directed by Blake Farber, the New York music video producer who has worked with Beyonce Knowles.

The single was included in the soundtrack of a primetime telenovela, the sort of free publicity that can be more effective than a high-priced promotional media tour. As a result of such exposition, Anitta’s following single — ‘Show das Poderosas,’ or ‘Show of the Powerful Girls,’ a ‘Single Ladies’-inspired hit — became even more successful, reaching over 50 million views on Youtube and increasing the performance of her first album, ‘Anitta,’ which has already sold over 120,000 copies.

Anitta is now cashing in on her success, averaging 20 shows per month, for which she charges up to $50,000 each. It’s still nowhere near Sangalo’s fee, but thanks to her young age and ‘world music appeal’ similar to that of Shakira, the singer has a better shot to become a global superstar. Not only that but unlike Sangalo, Anitta speaks fluent English, a must-have skill required for those willing to conquer American audiences.

“We still have a big road ahead of us in Brazil, and we are focusing on expanding Anitta’s reach in Brazil. But an international career is certainly a dream to pursue,” the head of Anitta’s marketing team, Priscilla Lemgrumber, told FORBES. Anitta is certainly getting ready for the task, as Lembrumber has confirmed that the singer is already planning on return to take music and acting lessons in order “to be prepared for her international debut.”

Other Brazilian musicians have tried unsuccessfully an international career, but thanks to Youtube the way of any rising star can be greatly simplified.Brazil’s country music phenomenon Michel Telo is an example of that, as his hit song ‘Ai Se Eu Te Pego’ became one of the most popular on Youtube last year, where it has been seen over 520 million times.

Anitta seems to have learned well how to promote herself on Youtube, arguably the most powerful platform in media today. She has a strong image and her lyrics indicate she wants people to see her as a powerful woman, the type of message that appeals to most women. “We are getting great feedback from women of all ages who identify themselves with Anitta’s songs messages, which is that of women who are active, happy and comfortable in their own skin and are powerful in their own way,” Lemgruber said.

Beyond that, Anitta’s freshness and girl next door beauty can be an asset in a moment when industry power brokers have learned to prioritize sexual attractiveness just as much as musical talent as they fight a crowded field for movie deals, magazine covers, and fashion lines, let alone record deals. The latest FORBES Celebrity 100 list just proves that, as 3 out of its Top 10 entertainers are female musicians who fit in that category (Lady Gaga, Beyonce and Taylor Swift).

If Anitta is to join them, only time will tell. But so far her meteoric career has indicated Brazil may be too small for her."